by: Julia Hyde
The print ad is not dead. Although some people will tell you otherwise. If they do, they?re wrong. In 2003 advertisers spent nearly $60 billion to place ads in magazines and newspapers ? more than five times the amount spent on Internet advertising in the same year. And if that?s not confirmation that the print ad is alive and still selling, I don?t know what is.
So how come many business owners shy away from print advertising? Part of the problem is that they mistakenly believe people don?t read much anymore, and that a print ad will be a waste of their time, and their money. They?d be wrong, again.
If you don?t believe me, consider the following:
- 63 million newspapers are distributed in the U.S. every day. In fact more newspapers are published today than at anytime since World War II.
- In the first half (January to June) of 2004 the top 10 magazines in the U.S. reached a total circulation of more than $72 million.
- And a recent survey by the Magazine Publishers of America shows that the proportion of Americans with a favorable opinion of the magazine industry is much higher than for any other media industry, including the Internet.
With facts like that you?d be a fool not to rush out and spend some of your advertising budget on a targeted, print ad today. So what are you waiting for? Get started now. These step-by-step guidelines will help you produce powerful a print ad that sells.
1. Have a Plan
I know I?ve said it a thousand times before but without a plan you risk spending thousands of dollars on a useless, ineffective and costly campaign that fails to bring you any new business. I get a creative plan for every job I take on. That way, I make sure I write an ad that?s targeted to the right people, written in the right tone of voice and published in the right media.
Here are the main points a creative plan should cover:
Objectives: What is the ad trying to do? Sell more products, generate awareness or launch a new product or service? First, determine the ad?s objectives. Then quantify them. For example, I want to attract potential buyers who don?t have an immediate need for my product, or I want to achieve 50% more awareness among my target group.
Target Audience: Who buys the product? For years advertising agencies have based their client?s advertising campaigns on demographics because certain approaches appeal to different groups of people. I won?t start trying to explain the ins and outs of demographic profiling but before you start your campaign you should consider whether your target prospect is a man or a woman, young, middle aged or old, rich, poor or average. Because determining this will drive every aspect of your ad.
Proposition: What is the main benefit you want to convey? If you?re selling insurance the main benefit could be peace of mind and security. If you?re selling a car the main benefit could be sporty yet economical. It?s important to find the right benefit for your target market. Value for money may be a great benefit for someone on a tight budget but if your target market is more concerned with quality it will have a negative effect.
Supporting Evidence: Can you justify your proposition? Do you have facts, figures and research to back up your claim? You have to give people a reason to believe in your product. You can?t just say ?Our socks will keep your feet warmer?, you have to prove it. Perhaps your socks are hand- knitted with wool shorn from sheep that roam free on the Scottish highlands. If so, use facts and figures, market research, testimonials or endorsements from people who are experts in their field to prove your claim.
Other benefits: Apart from the main proposition, what are the other benefits the ad should mention? Here?s where it can get a little tricky. But there?s always more than one benefit. There?s always more than one. Try making a list of benefits and ranking them in order of importance.
Tone of Voice: If the ad were a person, would it be young or old, efficient, whimsical, happy-go-lucky, high-powered or homely? You must write the ad in a language that appeals to your target audience.
Media: Where will you place the ad? Your choice dictates the style of the ad because each media is read by a different demographic group of people. An ad designed for a science magazine is going to look different from one placed in a parenting magazine.
2. Create the Concept
Once you have a clear idea of the ad?s focus it?s time to move on to the next important step: the concept. A concept is essentially an outline or rough idea of the ad that helps you get your ideas down on paper. I like to draft about 15 concepts for each ad I write because each one triggers an afterthought that may just produce the concept I?m looking for.
Once you?ve decided on a concept that works, you need to ?work it up.? In other words begin working on the three main components of the ad: the headline, the visual and the body copy.
3. Write the Headline
The headline does two very important jobs. First, it attracts the reader?s attention. And second, it persuades him or her to buy. You can use a headline to get your reader?s attention in several ways:
- Make it big and bold. And make the words jump off the page yet be simple enough for a passing reader to understand.
- Make the reader stop and think.
- Offer an important benefit
- Promise a reward for reading the copy
- Make it newsworthy
There?s a tendency when writing a headline to try and make it amusing or clever. Or place it in smallish print low down on the page. This is particularly true of some corporate advertising you see in magazines and newspapers today. Don?t be fooled by this ?corporate chic? approach. A straightforward informational headline works better. There is absolutely nothing wrong with ?20% off all bedding now?.
3. Write the Body Copy
There?s a chance that if your headline and visual have attracted the reader he or she may be compelled to read body copy. Consider this a bonus because if people read the body copy, you?ve got a better chance of selling them your product or service. To encourage people to read the copy, try breaking it up with small illustrations and sub heads. Or lay it out in a visually interesting way.
Writing the copy itself presents its own challenges, especially if you?re not accustomed to writing in a friendly, normal tone of voice that shows your natural enthusiasm for the product. Try to imagine someone has asked you about your product. How would you talk to him or her? You?d probably speak with a quiet conviction, telling him about the product?s benefits and demonstrating how it works.
Whatever you do don?t try and explain every little detail about your product. Keep it simple and benefit oriented.
About The Author
Julia is an independent copywriter and consultant specializing in print advertising, search engine optimization and search engine marketing services . To learn more about how Julia can help boost your company's profits visit her site at www.juliahyde.com. Or email info@juliahyde.com. You may also like to sign up for Marketing Works! Julia's monthly ezine. Visit www.juliahyde.com/form.html to sign up.
|
Time in a? Shoe?
Time in a? Shoe?
by: Joe Cirillo
Looking to find more time to do the things you enjoy most?
Try looking in your closet.
No, you won?t find that extra 15 minutes shoved in the left toe of your favorite pair of shoes.
But, you might just find it in the time it takes you to dig out that pair of shoes.
A cluttered closet will rob more of your time than you realize.
How often do you spend 15 minutes shuffling through piles of shoes and sweaters, belts, ties and handbags only to give up and wear a less than perfect pair?
If you have ever found yourself in this predicament then you are ready to clear your clutter and organize your closet.
Did you know that you could gain up to two hours every day through simple suggestions that will help you organize your closet and take control of your time.
And further, organizing your life and clearing your closet will not only afford you more time, it will...
Socks > Time in a? Shoe?
Women, War, and Dating
Women, War, and Dating
by: Ed Williams
I guess I should?ve figured something like this would happen one day. My son Will, who has just turned sixteen, is now dating, and was out on one this past Saturday night. I happened to be sitting in the den watching one of those high speed cop chase TV shows when he returned home from said date. He walked in, nodded, and then looked at me somewhat seriously and said,
?Dad, I need to ask you something. Tonight I took Candi to the movies, and I even let her pick out the movie. I bought our tickets and I even bought her some refreshments before we went into the theatre, even though I?ll be broke for the next two weeks. I did all that, and then when we sat down in our seats she looked over at me and asked if I liked her blouse? Dad, between us, it was this weird sort of orange looking deal, in fact, it looked just like someone had rubbed red clay all over it. I thought I?d at least be polite, so I told her...
Women, War, and Dating
Socks > Women, War, and Dating
Time in a? Shoe?
Time in a? Shoe?
by: Joe Cirillo
Looking to find more time to do the things you enjoy most?
Try looking in your closet.
No, you won?t find that extra 15 minutes shoved in the left toe of your favorite pair of shoes.
But, you might just find it in the time it takes you to dig out that pair of shoes.
A cluttered closet will rob more of your time than you realize.
How often do you spend 15 minutes shuffling through piles of shoes and sweaters, belts, ties and handbags only to give up and wear a less than perfect pair?
If you have ever found yourself in this predicament then you are ready to clear your clutter and organize your closet.
Did you know that you could gain up to two hours every day through simple suggestions that will help you organize your closet and take control of your time.
And further, organizing your life and clearing your closet will not only afford you more time, it will...
Socks > Time in a? Shoe?
The History of Knitting
The History of Knitting
by: Howard I Schwartz
Hand knitting has been practiced for thousands of years. Where and how this art was invented is still a mystery. Some people believe that knitting began when primitive man made webs out of roots. Others think that Arabian nomads carried the craft into Europe. Still others think that this art originated in Persia. Regardless of where the craft began knitting is the textile infant.
From the beginning the art of knitting was an occupation for women. The oldest remnants of seemingly knitted pieces are those worn as socks. It seems that socks and stockings were knitted because they had to be shaped to the foot or leg. Records seem to indicate that sweaters were first knit in the 17th century. At this time the purl stitch does not seem to have existed. The first time the purl stitch is mentioneddates from the mid 16th century.
The earliest example of true knitting is a pair of knitting socks found...
The History of Knitting
Socks > The History of Knitting
Dog Fleas
Dog Fleas
by: Rita Hutner
Dog fleas can cause more than itching.
They are difficult to control, but, left unchecked, they can cause your dog very serious health problems.
Simple facts about dog fleas:
Fleas are probably the most successful creatures on the planet in terms of reproduction. There are over 2,400 species and they are difficult to control for a variety of reasons: One female flea will produce 25,000 offspring in one month. An unfed adult can live for several months. The chemicals used to eradicate adult dog fleas have no effect on the eggs. Fleas are very good at mutating to resist new pesticides.
Fleas are a menace to dogs! They cause allergic dermatitis, tapeworms, and anemia. Most of the eggs are not laid on the dog but in the dog's bedding, in the rug, and on the furniture. It is extremely difficult to eradicate fleas completely. The most you can hope for is to control them and to keep your dog reasonably comfortable...
Dog Fleas
Socks > Dog Fleas
5 Killer Ways To Treat Athlete?s Foot
5 Killer Ways To Treat Athlete?s Foot
by: Daphne Cameron
If you?ve got an itch on your foot that you can?t help scratching, then you might have a dreaded case of athlete?s foot. But there?s no need to worry because here are five ways that you can treat yourself?no doctor and no prescriptions needed.
Head over to the store
Your best cure for athlete?s foot might be available at your local grocery mart or drug store. Look for creams and ointments that contain clotrimazole or miconazole as their active ingredient. These are topical creams that can be directly applied to the feet.
All you need to do is reapply the cream after you shower to clean, dry feet and then cover with a pair of cotton socks. The cream should be reapplied two to three times a day after that for about two to three weeks.
Going the natural route
Another great way to treat athlete?s foot is similar to the store method, but with a more natural oil. Tea tree...
5 Killer Ways To Treat Athlete?s Foot
Socks > 5 Killer Ways To Treat Athlete?s Foot
How To Select The Right Shoes For Your Children
How To Select The Right Shoes For Your Children
by: Sintilia Miecevole
It is pretty usual for children to go around in footies or in socks during their first months. At that age, shoes are merely a 'decoration' item because newborns or young babies never walk so they don't need any kind of support for their body and feet. Nevertheless, the minute kids begin to walk, generally quite a few months before or after they turn one, you must know what types of shoes your kid is going to wear. You may need to buy several pairs of new shoes for toddlers and preschoolers quite regularly, so you will probably begin to ask yourself lots of questions regarding your child's shoes.
Picking the right shoes for your kid is not easy. If you are about to buy shoes, you must ask 3 particular questions before buying. They are the following:
1. How does it fit?
2. How is it made?
3. Is the shoe appropriate for your kid's age?
Let's analyze...
How To Select The Right Shoes For Your Children
Socks > How To Select The Right Shoes For Your Children
Socks Print Ads ? Alive and Still Selling to Readers Near You razr phone
Socks televisions Print Ads ? Alive and Still Selling to Readers Near You
What Is A SIM Card For A Cell Phone?
What Is A SIM Card For A Cell Phone?
by: Johnny McKenzie
A SIM card for the phone is like having a small computer in your computer. The SIM card stores a lot of data such as your messages, whether text or pictures, your phone number, reminders, files, value added services etc. What determine the phone number are actually the card and not the phone. In fact the mobile phone company keeps track of all your calls whether incoming or outgoing through your SIM card....
Socks Print Ads ? Alive and Still Selling to Readers Near You What Is A SIM Card For A Cell Phone? razr phone
Socks > What Is A SIM Card For A Cell Phone?
Living With Someone Experiencing Depression
Living With Someone Experiencing Depression
by: Arthur Buchanan
Living with someone who experiences depression is not easy at times. When they are struggling it can often be hard to know what to do and say. It is not uncommon to have feelings of anger, guilt or fear and feel overwhelmed from time to time.
As a family member or friend of someone who is experiencing depression it is important that you look after yourself.
Learn about depression - Having...
depression Socks
Socks > Living With Someone Experiencing Depression
Socks Print Ads ? Alive and Still Selling to Readers Near You student loans
Socks shoes Print Ads ? Alive and Still Selling to Readers Near You